Apple’s 2026 Showcase Signals a New Hardware Era
Kabarsaji.com – Apple used its September 9 product event to introduce a broad set of new devices, led by the company’s first foldable iPhone. The presentation also marked John Ternus’ first major public appearance as Apple’s chief executive after Tim Cook left the role. A 25-year Apple veteran who previously oversaw hardware engineering, Ternus framed the announcements around device design, artificial intelligence and privacy. Cook appeared briefly in the opening video.
The lineup included the foldable iPhone Duo, the iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. The event made clear that Apple is pairing hardware upgrades with a wider push to make its software more responsive to personal data, apps and connected devices while emphasizing protections for user information.
iPhone Duo Brings Apple Into Foldable Phones
The iPhone Duo was the event’s most consequential product announcement. It is Apple’s first foldable smartphone, entering a category that has already attracted competition but remains more expensive than conventional flagship phones.
Designed in a book-style form, the Duo has a 5.4-inch external display for use while closed and a 7.6-inch internal screen when opened. Apple said the inside display is 50 percent larger than that of the iPhone 18 Pro Max and 80 percent larger than the iPhone 18 Pro. The larger canvas is intended to give users more room for work, media and apps without requiring a separate tablet.
The device runs on Apple’s A20 Pro processor and C2 modem. It supports Apple Pencil, while Touch ID is built into the side button. Apple also described it as its thinnest iPhone when unfolded, a notable design priority for a product that must accommodate a hinge and two display panels.
Pricing places the Duo firmly at the premium end of Apple’s catalog. The 256GB version begins at $1,999, and the 2TB option is priced at $3,199. Preorders open on October 16, followed by sales beginning October 23.
Higher iPhone Prices Extend Beyond the New Pro Models
Apple increased the entry prices of both iPhone 18 Pro models by $100. The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max begins at $1,299. The company also raised the prices of the iPhone 17, iPhone Air and iPhone 17e by $100 each.
That approach differs from Apple’s customary pattern of reducing prices on earlier models when a new iPhone generation arrives. The company tied the increases to rising costs for memory chips, as demand from artificial-intelligence systems has put pressure on available supply.
The price movement follows increases announced in June for some MacBook and iPad models, which rose by between $150 and $300. Earlier in 2026, Tim Cook said higher pricing had become “unavoidable” as memory demand climbed.
For buyers focused on camera improvements, both iPhone 18 Pro models use the A20 Pro chip and introduce a 48-megapixel primary camera with a variable-aperture system. The system can adapt automatically to changing light, while also offering more creative control over depth of field and low-light shots. Variable aperture gives photographers another tool for deciding how much of an image remains sharp and how strongly a subject separates from its background.
Privacy Remains Central to Apple Intelligence
Ternus used the event to reinforce Apple’s view that artificial intelligence should be deeply integrated into personal devices without abandoning privacy protections. Apple Intelligence will operate directly on the device whenever possible. Requests that need additional computing power can be handled through the company’s Private Cloud Compute system.
“intelligent personal hub”
Ternus used that phrase to describe the iPhone’s role in bringing together a person’s information, services, apps and devices. The description suggests Apple sees AI as a layer that helps users move between existing tools, rather than as a separate destination within the operating system.
Siri is expected to work with more than 300,000 apps at launch and carry out tasks across Apple’s own software and third-party applications. The practical value of that expansion will depend on how reliably Siri can understand context and complete multi-step requests across different apps.
Apple also announced Apple Reference Image, a standard for authenticating photographs, along with SynthID support intended to help identify images that have been generated or altered with AI. These capabilities will not be offered in the European Union or China. As AI-made imagery becomes more common, tools that clarify an image’s origin and edits may become increasingly relevant to creators, publishers and everyday users.
New Watches Put Greater Weight on Everyday Health Signals
Apple Watch Series 12 and Apple Watch Ultra 4 arrive with a redesigned health-sensing system and the new S11 chip. The Series 12 starts at $399, and the Ultra 4 begins at $799.
The Series 12 introduces a new Health Sensing System, enhanced heart-rate tracking and a Readiness score. That score draws on recent activity, health measurements and sleep, giving users a consolidated view of how their recent routines may be affecting their condition.
Apple also added AI-powered health insights, as well as audio-oriented features called Live Rewind and Siri Recap. The announcements continue Apple’s effort to make the watch useful not only for notifications and fitness tracking, but also for interpreting patterns across data users already collect.
AirPods 5 Expand Features at Lower Entry Pricing
AirPods 5 start at $129 and bring active noise cancellation to the entry-level model for the first time. The change gives buyers access to a feature that had previously been more closely associated with higher-priced versions of Apple’s earbuds.
A $149 version adds wireless charging and stem-based volume controls. Users can raise or lower volume by swiping up or down on the stem, reducing the need to reach for a phone or use voice commands for simple adjustments.
Other additions include live translation, stronger voice isolation and the ability to listen through multiple AirPods. Together, the changes position the new earbuds as more than a basic audio accessory: they are also designed to support clearer calls, shared listening and language-related assistance.
Across the event, Apple’s product strategy rested on several connected themes: a new form factor for the iPhone, higher prices driven by component costs, health-focused wearables and AI features designed to operate closely with personal devices. The iPhone Duo may have captured the most attention, but the broader message was that Apple is reshaping its hardware lineup around a more capable and privacy-conscious software experience.
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